_NASCAR becomes the first major league to launch on Substack _
_Platform to immerse fans in the storylines and culture of the sport_
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DAYTONA BEACH, Fla. (Aug. 26, 2025) – NASCAR today announced the launch
of its official Substack newsletter, debuting on August 28, just ahead
of the 2025 NASCAR Playoffs. The Substack will offer fans a new way to
connect with the sport, spotlighting the personalities, competitive
spirit and storylines that animate NASCAR beyond the track.
With this launch, NASCAR becomes the first major sports league to
establish an official presence on Substack, underscoring its role as a
first mover in adopting new digital platforms.
The initiative reflects the continued evolution of NASCAR’s content
strategy, building on the momentum of NASCAR Studios, which has expanded
the league’s storytelling through original programming including “Full
Speed” on Netflix, “Earnhardt,” and “American Thunder” on Prime Video,
as well as through gaming innovations such as the hit Driving Empire
experience on Roblox, and the upcoming launch of NASCAR 25 on console in
partnership with iRacing.
The Substack debut also comes during the first year of NASCAR’s new
media rights deal, a landmark multi-partner agreement that has delivered
results throughout the 2025 season. Coverage now spans broadcast/cable
(FOX, NBC and TNT), free-to-air (The CW), and streaming (Prime
Video/Max).
These initiatives across platforms show how NASCAR is redefining its
media and content strategy by expanding storytelling, embracing new
channels, and building deeper connections with the next generation of
fans.
The move to Substack extends this momentum onto a fast-growing cultural
platform. Substack now counts over tens of millions of total active
subscribers and more than 5 million paid subscriptions across its
network, reflecting its growing influence in media and publishing.
NASCAR’s presence on the platform offers fans direct, narrative-driven
access to the personalities, competitive spirit and culture that shape
the sport.
“Substack gives us a powerful new way to tell NASCAR’s story with the
voice and authenticity fans expect,” said Tim Clark, NASCAR EVP & Chief
Brand Officer. “Today’s audiences, particularly younger fans, are
looking beyond highlights and results to connect with the personalities,
rivalries, and culture that fuel the sport. The NASCAR Substack will
capture that energy in a way that brings fans closer than ever to the
people and moments that showcase the drama and fun of a NASCAR season,
particularly as we kick off our Playoffs.”
Fans can subscribe to the NASCAR Substack beginning the week of the Cook
Out Southern 500 at Darlington Raceway (Sunday, Aug. 31, 6 p.m. ET on
USA Network), with the first edition set to publish on August 28 and
regular editions continuing throughout the Playoffs.